Make Your Message Stick: The Science of Repetition and Redundancy in Marketing
The surprising power of familiarity in making your message stick.
The first time you hear a catchy song, it might just be background noise. The second time, you might tap your foot. By the fifth or sixth play, you're probably singing along in the shower.
The same principle, surprisingly, holds immense power in how we connect with any message, any brand. It's not always the loudest voice that resonates, but the one that becomes... familiar.
Ready to level up your marketing? Subscribe to my newsletter for actionable tips and strategies.
The Power of Repetition - Nudging Towards Recognition
Think about the sheer volume of information we're bombarded with daily. Our brains are masters of filtering, often subconsciously discarding what's new or unfamiliar.
Repetition acts as a gentle nudge, a persistent whisper that slowly breaks through this noise.
Each time your message is encountered, it has a chance to register, to be noticed by someone who might have missed it before.
It's about increasing the odds of connection in a crowded landscape.
Building Familiarity and Trust - The Comfort Factor
Beyond mere recognition, repetition fosters a sense of familiarity. Humans are creatures of habit and tend to feel more comfortable with what they know.
As your message, your product or your company becomes a recurring presence, it moves from the realm of the unknown to the familiar.
This comfort breeds a subtle sense of acceptance, which, over time, can evolve into trust – a crucial ingredient for any meaningful connection, especially in the context of building an audience or customer base.
Small Differences, Big Impact - The Gradual Shift in Perception
The aim of effective communication isn't usually an overnight conversion.
More often, it's about creating small, incremental shifts in attitude and perception. Repetition acts as a catalyst for these shifts.
Each consistent exposure subtly reinforces your message, gradually shaping how your audience thinks and feels.
Over time, these seemingly minor differences can accumulate, ultimately influencing decisions and tipping the balance in your favor.
The Pitfalls of Overdoing It - When Familiarity Breeds Contempt
However, the power of repetition isn't limitless. There's a delicate balance.
Bombarding your audience with the exact same message endlessly can lead to fatigue, irritation, and even resentment.
Think of that song you initially loved but now can't stand because it's been overplayed. The same can happen with your message.
It's crucial to be mindful of the frequency and ensure your message doesn't cross the line from familiar to obnoxious.
The Art of Redundancy - Smart Repetition Through Variation
This is where the concept of redundancy comes into play.
Instead of simply repeating the same thing verbatim, explore variations of your core message.
Present the same idea with slightly different wording, visuals, or angles. This achieves the goal of repetition, reinforcing your key points while keeping things fresh and engaging for your audience.
It tricks the brain into perceiving something new while subtly reiterating the familiar.
The Power of Multiple Perspectives - Reinforcing Belief
Think about how much more convincing a piece of information becomes when you hear it from multiple, independent sources.
This is the essence of redundancy. By presenting your core message through slightly different lenses, you tap into this psychological principle.
It's not just one voice saying the same thing, it's multiple facets of the same truth being revealed, making your message more robust and believable.
Stay informed. Get the latest updates and insights delivered to you.
Putting It Into Practice - Actionable Steps and an Example
So, how do you actually weave the power of repetition and redundancy into your strategy? Here are a few steps to consider:
Identify Your Core Message: What is the single most important thing you want your audience to remember? Distill it down to its essence.
Brainstorm Variations: Once you have your core message, brainstorm at least 3-5 different ways to express it. Think about different angles, benefits, or even different emotional tones.
Plan Your Repetition Schedule: Consider the frequency of your communications. Don't overwhelm your audience, but aim for consistent exposure over time. This will depend on your medium and your audience's habits.
Integrate Redundancy Across Platforms: If you're active on multiple platforms (e.g., email, social media, website), ensure your core message is present in different formats and slightly varied phrasing across these channels.
Monitor and Adjust: Pay attention to how your audience is responding. Are you seeing increased engagement? Are you getting any negative feedback that might suggest you're overdoing it? Be prepared to adjust your frequency and variations based on the data.
Example:
Let's say you run a small local bakery named X, and your core message is: "Our sourdough bread is made with fresh, local ingredients and has a delicious, tangy flavor."
Here's how you might apply repetition and redundancy:
Social Media:
Post 1 (Image of a crusty loaf): "Taste the difference! Our sourdough is crafted with fresh, locally sourced flour for a truly tangy experience."
Post 2 (Short video of the baking process): "From local farm to your table! We use simple, fresh ingredients to create our signature tangy sourdough."
Post 3 (Customer testimonial): "I can't get enough of the tangy flavor and perfect crust of X's sourdough!"
Post 4 (Behind-the-scenes photo of the baker): "Our baker's passion, combined with fresh, local ingredients, is the secret to our delicious, tangy sourdough."
Email Newsletter:
Subject Line: "This Week's Special: The Tangy Goodness of Our Sourdough!"
Body: Briefly mention the fresh, local ingredients and the signature tangy flavor.
Website Banner: "Experience the Fresh, Local Taste of Our Tangy Sourdough Bread!"
In-Store Signage: "Made with Love & Local Ingredients: Try Our Tangy Sourdough Today!"
The Takeaway - Building Bridges of Familiarity
Ultimately, the strategic use of repetition and redundancy isn't about being annoying, it's about building bridges of familiarity.
It's about gently guiding your audience from initial unawareness to a point of recognition, comfort, and trust.
By understanding the nuances of how familiarity influences perception, you can craft a communication strategy that not only gets noticed but also truly resonates.
Use it wisely, and watch your message take hold.
Got a thought to share? Drop a comment below – I'd love to hear your perspective!
Let's get more people talking about this! Share this post with your friends and colleagues.